Features

Blues shortlisted for top industry award

Birmingham City Football Club has been shortlisted for a top honour at this year’s Stadium Business Awards.

Alongside data insight and CRM providers, 4Sight Sport and Leisure, the club joins the likes of European giants Paris Saint Germain, Chelsea and Manchester City in the ‘Customer Experience Award’ category.

Under the title ‘Individual Fan’s Needs’, Blues have been shortlisted for the club’s usage of customer relationship management (CRM) technology. Targeted communication such as last year’s #passiton season ticket campaign including personalised URLs (PURLs), proactive monitoring of complaints and praise, regular supporter surveys and both pre and post-match emarketing is what’s caught the judges’ eye on this occasion.

Blues’ head of marketing, Alexa Stockham, explains: “Here at the club we are always looking at innovative and creative ways to enhance the customer experience and offer exceptional customer service.

“A few years back we introduced a robust CRM system which gave us a single customer view of every fan which in turn enabled us to offer a personalised approach across the club and adapt what we do, whether that’s through a marketing campaign or how a fan has replied to a thank you survey asking them to rate their experience.

“To truly understand a supporter’s journey has enabled us to offer an enhanced customer experience and to be shortlisted for an award in this category shows that the hard work and effort puts us at the forefront of our industry.”

Garry Adamson, 4Sight managing director, added: “Birmingham City Football Club has become synonymous for placing the fan experience at the heart of their strategy. Blues have invested in the latest CRM technology in the last few years and have become leaders in the use of supporter data to understand more about their behaviours and individual needs to deliver that all important personalised experience.

"Their refreshing and innovative approach leads the way in this area and is testament to their hard work off the pitch.”

The Stadium Business Awards, now in its fifth year, will be held at the RAF Museum in Hendon on Wednesday 4 June 2014. The awards bring together over 350 industry executives from around the world; a veritable ‘Who’s Who’ of the global sports and entertainment venue sector.